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Research

2Q Short-Form DRTV Media Billings Repeat 19-Percent Increase

1 Nov, 2006 By: Shay Moftakhar Response

Cable TV jumps $119 million, and the "Drug and Toiletry" category expands more than $60 million.


 

A Flood of Cash in a Shrinking Pool

 

The total number of individual short-form DRTV campaigns aired during second-quarter 2006 decreased by 79 from 2Q 2005 for a total of 1,161 (just five fewer campaigns, however, than 1Q 2006). However, the average cost of a campaign based on the total increased by a whopping 24.7 percent — $159,698.

 Fig. 5 Second-Quarter 2006 Short-Form Categorical Breakdown: Dollars Spent by Media Type Reported Time Period: April 1 - June 30, 2006
Fig. 5 Second-Quarter 2006 Short-Form Categorical Breakdown: Dollars Spent by Media Type Reported Time Period: April 1 - June 30, 2006

The average cost of a campaign minus the top-40 rocketed up 33.6 percent. The top 40 campaigns accounted for 63.8 percent ($550.2 million) of the total. The top 10 campaigns totaled $277 million for 32.1 percent of the total.

 Fig. 6 Total Short-Form DRTV Campaigns
Fig. 6 Total Short-Form DRTV Campaigns

The campaign cost of entry into the top 40 rose by $1.53 million compared to 2Q 2005, with 19 campaigns spending more than $10 million.

 Fig. 7 Average Money Spent on a Campaign Based on Total
Fig. 7 Average Money Spent on a Campaign Based on Total

Once again, the staff of Response thanks TNS Media Intelligence (TNSMI) for providing this valuable resource and allowing us to analyze and share the results with our subscribers.

 Fig. 8 Average Money Spent on a Campaign Minus Top 40
Fig. 8 Average Money Spent on a Campaign Minus Top 40

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